Tom McMullen, Chief Marketing Officer, Henri-Lloyd.
AAS: Henri-Lloyd has been undergoing something of a transformation. What is the ambition for the brand today?
TM: Our ambition is to re-establish Henri-Lloyd as one of the leading names in sailing, while introducing the brand to a new generation of customers. We have got more than 60 years of extraordinary product innovation and some incredible stories associated with the brand. But this is not simply about looking backwards. It is about taking everything that made Henri-Lloyd successful in the first place and making it relevant today. We want to create the very best technical sailing products, but we also see a much wider opportunity. Sailing has a distinctive culture and lifestyle around it, and we believe Henri-Lloyd has a genuine place in both worlds.
AAS: You have recently launched an initiative called Sail Free – what is it?
TM: Sail Free is an initiative designed to encourage more people to get out on the water, and to have the chance to gain RYA qualifications. When customers purchase selected Henri-Lloyd products, they receive a complimentary sailing lesson through one of our participating RYA sailing schools. It is a simple idea: more time on the water and more people sailing.
AAS: What inspired Henri-Lloyd to launch Sail Free?
TM: Henri-Lloyd has been part of sailing for more than 60 years. We have developed products alongside some of the world’s most accomplished sailors, but we also recognise the importance of making sailing more accessible. We want to do more than simply manufacture sailing clothing. We want to encourage participation and help people experience everything the sport has to offer. Sail Free is a practical way of doing that.
AAS: Is Sail Free aimed at people who have never sailed before?
TM: Not exclusively. We want to encourage anyone who is interested in spending more time on the water. That might be someone who has always wanted to try sailing, someone returning to the sport after a few years away or an existing sailor looking to develop their skills. The important thing is encouraging participation, whatever someone’s starting point.
AAS: How does Sail Free work?
TM: It is very straightforward. Customers purchase one of our qualifying full-price jackets or salopettes and register for Sail Free. They can then select a participating sailing school and contact the school directly to arrange their lesson. Customers have 12 months to redeem their sailing experience, giving them the flexibility to find a time to suit them.
AAS: Which Henri-Lloyd products qualify?
TM: We have included a selection of products from our sailing collection, covering different sailing conditions and requirements. These include selected products from Ocean Pro, MAV Lite 2.0, Dynamic, Breeze and SmartTherm Pro. The idea is to connect the equipment people need with the opportunity to get out on the water and to enjoy using it.
AAS: Why have you chosen to work with RYA sailing schools?
TM: We want people to have a positive experience on the water, whether it is their first lesson or an opportunity to improve their sailing. Working with participating RYA sailing schools gives customers access to established sailing instruction and the opportunity to develop their skills in an appropriate environment. It also allows us to support the sailing schools and organisations that play such an important role in introducing people to the sport.
AAS: How does Sail Free fit into Henri-Lloyd’s wider ambitions?
TM: Our goal is to re-establish Henri-Lloyd as a leading sailing brand, but we believe that comes with a responsibility to contribute to the sport itself. We want to celebrate the people, boats and experiences that make sailing special, while encouraging a new generation to become part of that world. Sail Free is an important expression of that ambition. We are not simply talking about inspiring people to sail; we are giving them an opportunity to do it.
AAS: What would make Sail Free a success?
TM: Ultimately, we would like to see more people spending more time on the water. Of course, we will measure participation and the number of lessons redeemed, but what really matters is what happens afterwards. If someone’s first sailing lesson inspires them to continue, or an existing sailor develops the confidence to take on something new, then the initiative is doing what we intended. We hope that for some people, Sail Free will be the beginning of a much longer relationship with sailing.
